As you begin to plan your 2018 digital strategy, consider that. You'll want to make much, much shorter digital ads — in fact, six seconds is perfect! YouTube calls six-second advertisements "bumper ads," but these micro-ads are popping up other places, like Facebook and network television.

No doubt that six-second ads are a huge change. But, in the long term, it's one your brand needs to embrace. Keep reading to learn about the power of six-second ads and a few tips for making your own.

Why six-second ads are the future

1. For six seconds, you have your audience's full attention.Microsoft research found that since 2000, the average human attention span dropped from 12 seconds to a mere eight — one second shorter than that of a goldfish.

2. Short ads work best on mobile. More than half of YouTube views come from mobile devices. When users watch on phones, they're likely using mobile data, and a 30-second, must-watch ad eats away at a data plan. As a result, users often abandon the video — and your ad — entirely.

3. People expect them. Since Q1 2017, YouTube has seen a 70 percent quarter-over-quarter increase in companies running six-second ads. Plus, Kantar Media found that 2016 marked the first time on network television that there were more 15-second ads (47 percent) than 30-second ads (44 percent). Television ads are getting shorter, too! This fall, Fox is testing the six-second ad during NFL games.

4. Ad recall is better. 90 percent of advertisers saw a lift in ad recall after it tested 300 mobile bumper campaigns on YouTube. Facebook also found the six-second ad had the highest brand metrics compared to other ad lengths. Sheryl Sandberg, Facebook's COO, said there was a 16-point lift in brand awareness compared to a six-point lift in longer formats.

4 tips to master six-second ads

1. Less is more, but more is still more. Stay with us. Short-format ads work best, but these shouldn't function as one-off videos. They should be part of a bigger campaign. Focus on one idea or concept and bring that to life in a series of ads (usually three-to-five videos).

2. No shortcuts. Trimming down your 30-second ad into a six-second ad would be super easy and convenient. But don't do it. A six-second ad is its own beast. You need to rethink how ads work. Go back to the storyboard and start fresh.

3. Keep it simple. With six-second ads, you must quickly establish a scene, evoke a feeling and leave an impression. Essentially, you have one shot and one message.

4. Get inspired. To fully get the six-second ads, you have to see them in action. Then, it all makes sense. Here are some of the best: